Bid gateway architecture for an
US8135626 Patents
An online advertising system integrates third party agents to permit the third party agents to participate in auctions to bid on a per opportunity basis. An advertising exchange module receives requests for opportunities to serve online advertise ments to users. In response, an advertising exchange module applies one or more business rules to determine third party agents that qualify to serve the online advertisement. A bid gateway module generates and transmits requests forbids to the third party agents. The bid gateway module then receives bids from the third party agents in response to the
13 claims. 109,934 characters of text.